Welsh Government - GP Recruitment Campaign

Welsh Government asked us to devise a digital advertising campaign which would encourage more doctors to consider living and working in Wales.

We were approached by Welsh Government to help address the shortage of GPs and doctors working in Wales. To support a new financial incentive scheme for attracting GP’s to specific areas of Wales, we devised a media campaign that would encourage medical professionals at various stages of their careers to consider Wales as a great place to train, work and live.

We developed creative artwork that communicated the duality of life and work in Wales, and delivered this via print, digital and social media – all targeted to key audience members in the UK and overseas; this included doctors and GPs at all levels, both at home and overseas.

Early feedback on the campaign was overwhelmingly positive, with Welsh Government reporting 288 new enquiries at the Annual BMJ Conference where our creative artwork featured heavily.

In April 2017, it was announced that compared to 2016’s figures there had been a 16% increase in the number of GP training places filled, with Wales’ Health Secretary Vaughan Gething calling the rise “something to celebrate.” The results made news headlines, and featured on ITV Wales and BBC News, amongst others.